Other than their world class talent, another common denominator between the British athletes performing in the 2012 Olympic Games is their custom, super limited edition Beats by Dre headphones. 

Beats Audio designed a pair of Studio headphones with the Union flag colors and distributed them to all of the Team Great Britain members. Viewers could have seen them when a number of the athletes were being introduced to the audience (as seen above with diver Tom Daley), or when they were preparing to perform. Other players, like tennis player Laura Robson and soccer player Jack Butland, took to Twitter to express how happy they were with their new headphones. It all may seem like a harmless, kind gesture, but the intent was genius.

The International Olympic Committee does not allow non-rights holding companies to advertise around the Olympics. Beats Audio is not a rights holder. But seeing the British athletes on TV rocking the Beats by Dre headphones is better promotion than any commercial could provide. Genius.

[via Daily Mail